Goodbye JDIFF, hello ADIFF. Audi is the new sponsor of the Dublin International Film Festival.
The announcement was made today that the DIFF had entered into a new three-year title sponsorship deal with car brand Audi. From 2016, the prestigious film festival will be known as the Audi Dublin International Film Festival.
The festival had previously been sponsored by Jameson but that deal expired in 2015 allowing talks with other suitors and it seems Audi have come up trumps.
Chair of the Festival Board, Gaby Smith, said that: "We were impressed not only by the scale of their ambition, but also their passion for supporting and celebrating culture and their willingness to help in bringing the Festival to ever wider audiences."
Audi has a history of partnering with the creative arts, having previously been involved in deals with among others; the British Academy of Film and Television Arts, the Berlinale Festival and the Emmy Awards.